Measuring and evaluating user experience for marketing purposes

In today's rapidly changing market, user experience is becoming one of the most important factors that determines the success of a product or service. Consumers increasingly value not only the functionality of the product, but also the satisfaction they derive from it and how all information is communicated. Correct customer segmentation can significantly impact the success of product sales, as well as the effectiveness of communication with the customer. Does the customer remain satisfied when communicating with a service specialist who is empathetic and honest, which encourages them to revisit the online store? Therefore, understanding consumer needs and behaviour becomes a big challenge for an entrepreneur to satisfy customer desires. The article aims to evaluate and measure user experience for marketing purposes. Scientific literature and case studies have demonstrated that customer experience is one of the key factors influencing a company's success. To ensure customer loyalty and repeat business, it is essential to ensure that customers remain satisfied with the product or service. Companies need to analyse their customers and provide high-quality service. A company must maintain the strongest possible relationships with consumers so that they choose its products, giving the company an advantage over its competitors. Loyal and trusting consumers bring companies steady income, and retaining them costs less than attracting new consumers. User experience is crucial for every company, as a positive customer experience ensures loyalty and repeat purchases, which in turn increases trust in the company and its profits. Therefore, companies must pay attention not only to the quality of their services or goods, but also to maintaining customer relationships, resolving problems quickly, and implementing loyalty programs.